Content Marketing and Design As a designer, you know that the creation of a brand is no quick task. It includes design and content marketing. In fact, you could even think of yourself as an archeologist, expertly sifting through the dust and bones of your clients’ businesses, gathering enough information to construct an example of… Read more »

December 31, 2015

By Lauren Bonk

Content Marketing and Design

As a designer, you know that the creation of a brand is no quick task. It includes design and content marketing. In fact, you could even think of yourself as an archeologist, expertly sifting through the dust and bones of your clients’ businesses, gathering enough information to construct an example of what their company is supposed to look like.

You know that far more goes into the process than asking “What are your favorite colors?” You’ve got to brush away the flaky top layers and get down to the less obvious (but absolutely necessary) details. What kind of personality would your client like to convey? What are the core values of their business? Which audiences are they trying to reach?

You know that a line can inspire a feeling, a color can trigger trust, and a font can make or break a website. Your clients don’t often realize that, which is why you issue branding questionnaires and keep the lines of communication wide open.

As copywriters we can be put in that same class of archeologists; we simply use different tools. If the designers are putting those beautiful, sturdy bones together, we’re busy adding another layer to this completed skeleton. For the sake of upholding a metaphor, let’s say that the copywriters are scoping out the surrounding landscape, searching for additional details to accurately represent the life of this company.

In our case, we know that a preposition can feel welcoming in certain situations, and that it can seem uneducated in others. We know that an exclamation point, in the right place, can create intense emphasis, while looking tacky in the wrong place. It all comes down to the digging, and it all comes down to the details.

My purpose in all of this archaeological metaphor is to emphasize the benefits of designing a website while keeping the copy in mind. Now, I’m not saying that words are the most important part of an online experience, or that they should be considered at all times. I am saying that when a website is built when words and brand go hand-in-hand, it is a beautiful thing.

Discuss Copywriting with your clients

If you’re a designer, I encourage you to discuss copywriting and content marketing with your clients. Do they have any idea of what they want to say? Slogans, establishment stories, testimonials, and even navigation titles or headers can be smartly incorporated into the design if the designer is able to collaborate with the writer of the content.

I’ve been on LP Creative Co.’s blog before, discussing the importance of hiring a professional copywriter for a website’s copy. Obviously, I stand by that belief, but I would like to add that it’s not the only way to achieve a beautiful website that is consistent throughout design and text. The key here is to communicate with whoever the writer is during the design process.

If you’re a client, you owe it to yourself to give your website copy some extra thought. I’ve said it in the past, but I’ll re-emphasize until I’m blue in the face: What good is a professional, brand-authentic website if it’s filled with lacklustre, run-of-the-mill words?

Chances are you’re not the only option in your field… but the chances are also good that the competition isn’t focusing too hard on the words. A gorgeous, well-built website filled with high-quality, brand-authentic copy is not only a useful tool, it can also become a sharp edge on your competition.

Whether you’re a designer or a client, thoughtful content can be your best friend. It can set you apart from the crowd and further solidify your company’s values

Think of those archeologists. Uncovering a skeleton or ancient ruin is an incredible discovery, one with a wealth of possibilities. By adding the exploration of the surroundings in which it was found, such as living quarters or nearby habitats, even more possibilities become accessible. This makes the picture you’re painting that much more authentic.